Sunday, January 21, 2007


The most recent example of corporate stupidity comes from our friends at Cingular and AT&T. As most of you probably know, it's now just AT&T.

I understand (at a very basic level) the company line on the move: They're trying to better integrate their various services to capitalize on core competencies and create synergies between divisions, and unifying the brand is a logical step in convincing customers AT&T offers a comprehensive communication solution.

But, seriously, are they for real? Not only are they nixing a brand that has built up quite a bit of brand equity and loyalty, but they also just made the opposite change shortly after the merger. AT&T Wireless figured to piggyback off Cingular's visibility and decided to centralize under the latter's name not too long ago. Now, they're taking one of the most recognizable name in the mobile business out of the market. In the short term, it's going to mean confused customers ("Where did Cingular go?") and unnecessary expenses (there must have been a dozen commercials during the NFC and AFC Championship games today).

But my beef with the move centers on the rationale behind it. Maybe its a generational thing, but I just don't think the AT&T's brand name is better than Cingular's. AT&T is old school, a lumbering giant that you wouldn't expect to be on the forefront of innovation, while Cingular is new and cool. And they've definitely put effort into making it seem that way (remember all those Cingular ads during the Super Bowl a few years ago?). The switch negates all that. To top it off, it looks completely ridiculous - what kind of company changes their name one way only to change it back a few years later?

Of course, it's a great way to reinforce the stereotype that you're clumsy, confused, and, well, a lumbering giant. Gotta love the irony. Good luck, AT&T.

(Oh, and an apology for dropping all the b-school lingo. I promise I understand it's all nonsense. Everyone knows there's no such thing as synergy. Outside of management class, that is.:)


  1. As for the forefront of innovation, aside from building America's national and transoceanic network infrastructure from the ground up (and inventing everything that such a task required), AT&T has also brought us:

    -the fax
    -the transistor
    -speech synethesis
    -the commercial satellite
    -the laser (through they called it maser, god knows why)
    -TDMA AND parts of CDMA
    -802.11 wifi

    They're not sitting on this fact, either.

    This of course is all ripe fodder for commercials like this

  2. The actual France higher style home Hermes is an expert in a number of prada outlet items, such as ready-to-wear clothes, leather-based products as well as add-ons as well as fragrances. The actual Hermes Style Home hermes outlet had been set up within London like a funnel producing store within 1837 through Thierry Hermes (1801-1878). The actual collection fendi replica sale had been broadened throughout the past due 1879 through their boy as well as heir, Charles-Emile Hermes to incorporate the actual produce associated with saddles. In those times a brand new list area had been opened up close to the Palais de m Elysee. Subsequent Charles-Emile's pension, their son's Adolphe as well as prada outlet Emile-Maurice thought management from the organization. These people made a decision to rename this in order to Hermes Freres. Through this time around these were fake prada sale currently promoting saddles in order to clients because much overseas because Spain as well as Asian countries. Emile-Maurice grew to become the very first guy in order to expose the actual freezer within Portugal, as well as acquired unique privileges in order to it's use within leather-based clothes as well as add-ons.
